Every business idea eventually ends up as a proposal on someone’s desk, or being pitched in someone’s elevator. When it came to dispensing advice to entrants crafting their presentations for South by Southwest’s Panel-Picker, the festival’s Chief Programming Officer, Hugh Forrest, turned the usual “how-to” format on its head.

Here’s how Forrest says speaking hopefuls can create an epic fail when applying for a spot at SXSW – but his “guidance” applies to much more than just a festival’s panel selection process. When you’re crafting your next proposal, cover letter or application, keep our take on his tongue-in-cheek tips in mind.

Seven Easy Steps to “Epic Fail” Proposals:

1. Don’t follow the directions.
Either you can’t or you think you don’t have to. Neither is impressive.

Top Stout Takeaway: Craftmanship is about effort, for sure. But it’s also about accomplishment and follow-through. Craftsmen don’t try – they do, and they do it well. The good news is, with enough time and effort, you, too, can produce a masterpiece. So will the journey you create be bold, brave and determined – or a short-cut to mediocrity? The choice is up to you.